Surveillance Marketing pays

We found that consumers overwhelmingly
prefer anonymity online: 86 percent of consumers would
click a “do not track” button if it were available and
30 percent of consumers would actually pay a 5 percent
surcharge if they could be guaranteed that none of
their information would be captured.

What would get them over their resistance? Discounts,
of course.

On the flip side, consumers may be willing
to share their data if there’s a clear value
exchange: 70 percent said they would voluntarily
share personal data with a company in exchange for
a 5 percent discount.

Got it? This is some heavy
Chief-Marketing-Officer-level stuff here, so pay
attention. Yes, you'll be spending a lot of money
on Big Data and all the highly paid surveillance
marketing consultants and IT experts who go
with it. (Big Data experts are a rare breed, and
feed primarily on between-sessions croissants at Big
Data conferences.)

But look what you get for that increase in the
marketing budget. You get to cut your price to get
people to sign up for it.